.... A particular context is presented to test the hypotheses using structural equation modelling. The quantitative findings are further explained using qualitative data. Findings The findings show that co-creation, novelty, theming and storytelling serve as antecedents of entertainment, education, escapism...

... two exploratory studies show that customers naturally associate interestingness with specific brands and interesting brands are associated with novelty. Study 3 demonstrates that from all affective states arising from the evaluation of a brand (i.e. easiness, pleasantness, interestingness, challenge...